Gap Releases Musical Holiday Campaign Called “Give Your Gift”

Gap has unveiled its new holiday campaign, “Give Your Gift,” with creative that builds on momentum from the 2024 season’s similarly named one.

“Give Your Gift” celebrates how sharing one’s unique gifts makes one stronger together. Through music, style and connection, the campaign brings people together around Gap’s holiday collection, pairing storytelling with the brand’s essentials.

Anchored by a reimagined version of Miley Cyrus’ “The Climb,” the campaign features a film directed by Bethany Vargas and photographed by Bjorn Iooss, the creative duo behind Gap’s “Better in Denim” campaign. It features a vocal performance from 20-year-old London-based singer-songwriter Sienna Spiro. She is joined by a multigenerational choir, ages 8 to 72, and together they turn a nostalgic song into a collective message of strength and connection.

“This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multigenerational stories that inspire self-belief across every touchpoint, from social to stores,” said Fabiola Torres, chief marketing officer of Gap brand. “‘Give Your Gift’ embodies our marketing strategy: creativity anchored in product, powered by culture and designed for social connection. It’s about finding strength in vulnerability and optimism in what we share.”

This season, CashSoft, the brand’s proprietary, machine-washable knit, is reimagined in new silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, as well as an expanded assortment of matching sets offering comfort, shape and style. Also featured are Gap’s heritage fleece available in upgraded weights and finishes that elevate the brand’s signature hoodie alongside matching sleepwear and accessories made for gift and self-gifting.

“Give Your Gift” launches Tuesday across digital, social, video and Gap brand channels. Gap has been modernizing the global in-store experience around destination categories and elevated product stores in San Francisco, London, Dallas and Chicago.

Gap appears to be on firmer footing. The San Francisco-based specialty retailer reported in August that net sales for the second quarter ended Aug. 2 reached $3.7 billion, which were flat compared to last year, though comparable sales, a better barometer of the business, rose 1 percent year-over-year.  Net income rose to $216 million, up from $206 million in the year-ago period.